Available from October, the Compak PMP range is expected to be a huge success with female convenience shoppers because of the attractive price point as well as the product’s smooth plastic applicator, which is half the length of a usual Tampax Cardboard applicator and therefore much more discreet to carry. The PMP launch will benefit from a national marketing campaign behind the Tampax brand to raise consumer awareness and drive sales. In fact, media spend behind Tampax between October and July ’15 is 30% higher than this time last year.
Christina Turner, Tampax & Always Brand Manager at P&G, comments: “We know that 44% of shoppers would be more likely to make an impulse-purchase if a product was price-marked, and as many as 37% of retailers say that PMPs are the most effective promotional tool. P&G is committed to supporting convenience and independent retailers, so adding a price-marked pack to the Tampax range was the next logical step for the tampon segment’s signpost brand”.
“We also know that compared to shoppers who buy cardboard applicator tampons, the average Tampax Compak shopper spends more per trip when visiting her local convenience store and demonstrates higher levels of loyalty. This presents a real opportunity to grow sales in-store by encouraging repeat purchases through PMP. For this reason, we recommend retailers stock up on Tampax Compak PMP and ensure that their shelves are kept full to meet demand,” added Christina.